Amazon launches 'Developer Select' program to boost app discovery

Participants' apps will get the rock star treatment: premium placement in the Amazon Appstore, 500,000 ad impressions on the Amazon Mobile Ad Network, and automatic inclusion in the Amazon Appstore Coins Reward category.

"Mobile app developers have told us that getting their apps discovered across the numerous devices customers are using is one of their biggest challenges," Mike George, vice president of Amazon Appstore, Games, and Cloud Drive, said in a statement. "With the Appstore Developer Select program, we're addressing these discoverability concerns by providing developers with enhanced merchandising opportunities."

Existing Amazon Appstore developers with qualifying apps will automatically be enrolled into the new scheme.

To qualify, an app must be optimised for the Amazon Appstore and new Fire OS, and include relevant Amazon APIs, like GameCircle, In-App Purchasing, and Mobile Ads. According to the online retail giant, optimised apps are those that render natively in high definition and use the entire screen without distortion, pixelation, or stretching.

Interested developers can submit their optimised applications online.

"In addition," George said, "we're helping drive sales by offering Coins rewards on high quality, engaging apps for customers," who will also receive Amazon Coins with the purchase of a Developer Select application, game, or in-app item.

The first qualifying purchase earns the buyer 250 bonus Coins, redeemable for the purchase of any item in the Appstore. Customers can also look out for up to 30 per cent return on Coins with future purchases.

Ahead of its launch, Developer Select is receiving positive reviews from developers, including Alt 12. "With this program, Amazon is rewarding us with one of the most critical needs we have as developers — to get our apps in front of more customers," Alt 12 Apps' Jennifer Wong said.

Victor Rubba, CEO of Fluik Entertainment, agreed, adding that "Discoverability is a challenge we often face and with Amazon providing [perks] we will be seen by more customers which leads to more purchases and a stronger ROI with Amazon."

Find out more about Amazon's Appstore Developer Select program in the video above.